PWS VaANG Advertising Campaign 20 July 2021 (draft).pdf

PERFORMANCE WORK STATEMENT (PWS)

FOR

VAANG ADVERTISING CAMPAIGN

(20 July 2021)

1.0. General:

1.1. Scope: The Contractor shall provide all personnel, equipment, tools, materials, supervision, and quality control necessary, except as specified in Paragraph 3.0 as Government Furnished, to perform Advertising Services (non-personal service), as defined within this PWS.

1.1.1. Objectives: Provide professional advertising services in order to increase Virginia Air National Guard (VaANG) awareness throughout the city of Richmond and surrounding areas.

1.1.2. Target Demographic: Non-prior service men and women ages 18-38. Prior service with break in service men and women ages 20-40. Current active duty and Reserve prospects to include Air Force active and reserves and all sister military branches. Diversity and inclusion of all genders, sexual orientation and various ethnic groups.

1.2. Background: The VaANG is seeking local transit and social media marketing/advertising campaign which ensures targeted demographic engagement through platforms such as public transportation vehicles, Facebook, Instagram, Snapchat, and YouTube to increase awareness, increase accessions, and grow the VaANG to meet congressionally mandated end strengths.

1.3. Period of Performance (PoP):

1.3.1. The Period of Performance associated with local transit advertising shall be a 3 month period anticipated to be 1 September 2021 – 30 November 2021.

1.3.2. The Period of Performance associated with social media advertising shall be a 4 month period anticipated to be 1 September 2021 – 31 December 2021.

1.4. General Information:

1.4.1. Place and Performance of Services: Transit and social media advertising outputs shall target the Greater Richmond, Virginia area.

1.4.2. Quality Control (QC): The Contractor shall develop and maintain an effective QC Plan (QCP) to ensure services are performed in accordance with this PWS. The Contractor shall develop and implement procedures to identify, prevent, and ensure non-recurrence of defective services. The Contractor’s QCP is the means by which it assures itself that its work complies with the requirements of the contract. As a minimum, the Contractor shall develop QC procedures that address the areas identified in Technical Exhibit 2, Performance Requirements Summary (PRS).

1.4.3. Quality Assurance (QA): The Government will evaluate the Contractor’s performance under this contract in accordance with an internal Quality Assurance Surveillance Plan (QASP).

This plan is primarily focused on how the Government will ensure that the Contractor has performed in accordance with the performance standards.

1.4.4. Contract Manager (CM): The contactor shall designate a CM who shall ensure performance under this contract. The name of this person, and an alternate who shall act for the Contractor when the CM is absent, shall be designated in writing to the Contracting Officer (KO). The CM or alternate shall have full authority to act for the Contractor on all contract matters relating to daily operation of this contract. The CM shall work through the COR, to resolve issues, receive technical instructions, and ensure adequate performance of services. The CM shall ensure that Contractor employees do not perform any services outside the scope of the contract without an official modification issued by the KO. The CM shall ensure Contractor employees understand that services performed outside the scope of the contract are performed wholly at the expense of the Contractor.

1.4.5. Combating Trafficking in Persons: The United States Government has adopted a zero tolerance policy regarding trafficking in persons. Contractors and contractor employees shall not engage in severe forms of trafficking in persons during the period of performance of the contract;

procure commercial sex acts during the period of performance of the contract; or use forced labor in the performance of the contract. The Contractor shall notify its employees of the United States Government’s zero tolerance policy, the actions that will be taken against employees for violations of this policy. The Contractor shall take appropriate action, up to and including termination, against employees or subcontractors that violate the US Government policy as described at FAR 22.17.

1.4.6. Organizational Conflicts of Interest (OCI): The contractor and subcontractor personnel performing services under this contract may receive, have access to or participate in the development of proprietary or source selection information (e.g., cost or pricing information, budget information or analyses, specifications or work statements, etc.) or perform evaluation services which may create a current or subsequent OCIs, as defined in FAR Subpart 9.5. The Contractor shall notify the KO immediately whenever it becomes aware that such access or participation may result in any actual or potential OCI and shall promptly submit a plan to the KO to avoid or mitigate any such OCI. The Contractor’s mitigation plan will be determined to be acceptable solely at the discretion of the KO. In the event the KO unilaterally determines that any such OCI cannot be satisfactorily avoided or mitigated, the KO may impose other remedies as he or she deems necessary, including prohibiting the Contractor from participation in subsequent contracted requirements which may be affected by the OCI.

2.0. Definitions and Acronyms:

2.1. Definitions:

2.1.1. Contractor: A supplier or vendor awarded a contract to provide specific supplies or service to the Government. The term used in this contract refers to the prime.

2.1.2. Defective Service: A service output that does not meet the standard of performance associated with the PWS.

2.1.3. Deliverable: Anything that can be physically delivered and includes non-manufactured things such as meeting minutes or reports.

2.1.4. Key Personnel: Contractor personnel that are evaluated in a source selection process and that may be required to be used in the performance of a contract by the PWS. When key personnel are used as an evaluation factor in best value procurement, an offer can be rejected if it does not have a firm commitment from the persons that are listed in the proposal.

2.1.5. Physical Security: Actions that prevent the loss or damage of Government property.

2.1.6. Quality Assurance: The Government procedures to verify that services being performed by the Contractor are performed according to acceptable standards.

2.1.7. Quality Assurance Surveillance Plan (QASP): An organized written document specifying the surveillance methodology to be used for surveillance of Contractor performance.

2.1.8. Quality Control: All necessary measures taken by the Contractor to ensure that the quality of an end product or service shall meet contract requirements.

2.1.9. Subcontractor: One that enters into a contract with a prime Contractor. The Government does not have privity of contract with the subcontractor.

2.2. Acronyms:

AT/OPSEC Antiterrorism/Operational Security CM Contract Manager COMSEC/IT Communications Security/Information Technology COR Contracting Officer Representative DFARS Defense Federal Acquisition Regulation Supplement DoD Department of Defense FAR Federal Acquisition Regulation IA Information Assurance KO Contracting Officer NGB National Guard Bureau OCI Organizational Conflict of Interest OHWS Optimized Human Weapons System POC Point of Contact PRS Performance Requirements Summary PWS Performance Work Statement QA Quality Assurance QASP Quality Assurance Surveillance Plan QC Quality Control

QCP Quality Control Program TFI Total Force integration TE Technical Exhibit

3.0. Government Furnished Property, Material, Equipment and Services (GFP/M/E/S): The Government will provide the property, material, equipment, and/or services listed below solely for the purpose of performance under this contract:

3.1. Property: None.

3.2. Materials: None.

3.3. Equipment: None.

3.4. Services: None.

3.5. Utilities: All utilities in the facility will be available for the Contactor’s use in the performance of this contract. The Contractor shall instruct employees in utilities conservation practices. The contractor shall operate under conditions that preclude the waste of utilities, which include turning off the water faucets or valves after using the required amount.

4.0. Contractor Furnished Property, Materials, and Equipment (CFP/M/E): The Contractor shall provide all materials and/or equipment required to complete services required within this PWS.

4.1. General: Except for those items specifically stated to be Government-Furnished in Paragraph 3.0, the Contractor shall furnish everything required to perform these services as indicated in Paragraph 1.1.

5.0. Requirements: The Contractor shall provide develop an advertising campaign for the VaANG Recruiting and Retention to include, but not limited to:

5.1. Transit Advertising. The Contractor shall provide all labor, tools, materials, and transportation necessary to accomplish the transit advertising for the Greater Richmond area for the 192 WG VaANG. The Contractor shall submit, for VaANG approval, proposed advertisements prior to use.

5.1.1. Schedule. Transit advertising in the Greater Richmond area shall be performed during the period identified in paragraph 1.3.1.

5.1.2. Scope. The Contractor shall advertise on a minimum of five different buses within the fleet, servicing separate routes, and mobile billboard impressions of between 67,500 and 225,000 during the duration of the period of performance. This will provide advertising and increased VaANG awareness throughout the city of Richmond and surrounding areas.

5.2. Digital Campaign (Mobile & Desktop). The Contractor shall advertise for the VaANG using various social media platforms such as Facebook, Instagram, YouTube, and Snapchat to generate brand awareness through engagement with a targeted audience. The Contractor shall submit, for VaANG approval, proposed advertisements prior to use. The Government shall not exercise any supervision or control over the subcontract service providers performing the services herein. Such subcontract service providers shall be accountable solely to the Contractor, who in turn is responsible to the Government.

5.2.1 Description of Services. The Contractor shall design and implement a mobile campaign using geo-fencing for zip codes 23173, 23218, 23219, 23220, 23221, 23222, 23223, and 23224.

The Contractor also shall provide all personnel, equipment, supplies, facilities, transportation, tools, materials, supervision, and other items and non-personal services necessary to perform marketing/advertising agreements in this PWS.

5.2.2. Requirements:

• Total Impressions = no less than 8.5 million for the entire campaign

• Engagement length = throughout the period identified in paragraph 1.3.2.

• Target cost per thousand impressions (CPM) = No more than $7 cost per thousand impressions

• Platforms to include: Facebook, Instagram, Snapchat, and YouTube

• Geo-targeting capabilities to target zip-codes provided in paragraph 5.2.1.

• Media Formats = Desktop and Mobile

• Real-Time reporting to include; impressions, reach, clicks, click through rates (CTR) to measure campaign effectives and Return on Investment (ROI) analysis for after action reporting

• Ad Units to include = Single Image, Carousel and Video

• Contractor is responsible for creative working in conjunction with VaANG for approval

• Landing page must be approved by VaANG prior to implementation

5.2.3. Detailed Media Plan. The Contractor shall provide concept and ideas for maximum exposure of the VaANG to the target demographic identified in paragraph 1.1.2. The Contractor will provide a detailed media plan of requested locations, placement, time and dates for each media. The Contractor shall ensure 100% compliance with pre-determined targeted demographics and geo-targeted as determined by paragraphs 1.1.1 and 1.1.2. Campaigns performance must be measurable to quantify ROI. The plan shall include how the Contractor intends to comply with the reporting requirements contained within paragraph 5.2.5.

5.2.4. Finalized Media Plan. The Government will review the Contractor’s detailed media plan and may provide feedback. If Government feedback is provided, within 5 business days of receiving the feedback, the Contractor shall submit a finalized social media plan addressing such feedback.

5.2.5. Reporting. The Contractor shall provide monthly reporting on the status of all advertisements running during a single month (submit reports on the first Friday of each month) and provide a report on the entire campaign within 10 business days after the end of the completed campaign. This includes the development, management, and coordination of all advertising/marketing functions across all social media platforms.

TECHNICAL EXHIBIT 1

Performance Requirements Summary

This Performance Requirements Summary includes performance standards. The Government will use these standards to determine Contractor performance and shall compare Contractor performance to the Acceptable Quality Level (AQL).

PWS

Paragraph

Task Performance Standard Acceptable Quality Levels (AQL)

Surveillance Method / By

Whom

5.1.1 Transit

Advertising Transit advertising in the Greater Richmond are will be performed for 3 months from 01 Sep 2021 – 30 Nov 2021

Defects/deficiencies observed shall be corrected by the Contractor within 3 calendar days.

Periodic Inspection and Customer Complaints / Technical Representative

5.1.2 Billboard

Advertising

Advertisements will rotate on a routine basis and all market area billboards must be maintained in good condition the entire duration of the contract

Defects/deficiencies observed shall be corrected by the

Customer Complaints /

5.1.2 Billboard

Advertising

Secure mobile billboard space in high traffic areas for maximum exposure. Mobile ad impressions between 67,500 and 225,000

Defects/deficiencies observed shall be corrected by the

Customer Complaints /

5.2 Digital Campaign Design and implement a

mobile campaign using geo-fencing

Defects/deficiencies observed shall be corrected by the

Customer Complaints /

5.2.2 Digital Campaign -No less than 8.5 million

impressions for entire campaign -Real time reporting -Must possess ANG graphics

Defects/deficiencies observed shall be corrected by the

Customer Complaints /

5.2.3 Detailed Media

Plan

Contains all required elements Within 5 business days after initial planning meeting.

100% Inspection /

5.2.4 Finalized Media

Plan Plan incorporating Government feedback

Within 5 business days after receiving the feedback.

100% Inspection /

5.2.5 Reporting Provide monthly reporting on

the status of all advertisements running during a single month

Submit reports on the first Friday of each month.

100% Inspection /